Account based marketing has undoubtedly made its mark across the B2B industry, but what about account based advertising? Traditional display advertising doesn’t give B2B marketers the metrics they’re looking for. Account based advertising does. Account based...

Last week, I began the discussion of what an account based advertising solution needs in order to be a serious contender. Here’s a quick refresh on the list of considerations that need to be at the top of any B2B marketer’s mind. Audience Targeting for B2B...

Looking to incorporate account based advertising into your account based strategy? It’s not as simple as just picking any old vendor that does account based marketing. Before you decide to purchase a platform for account based advertising, let’s take a look at the...

Read these sets of activities, and ask yourself. Are these marketing or sales activities? Identify and prioritize target accounts. Discover contacts and map accounts. Understand what is relevant and resonates with accounts. Create account specific content and...

When using the vanilla Google Analytics (GA) tracking code, clickthroughs on overlays or embedded boards/cards hosted on a secondary domain (e.g., tribl.io) will generate a new session within GA, rather than continuing a previous session. You can get around this by...

In my last post, I looked at where your microsite should live. There was no right answer, with marketing and SEO advantages to be had with both subdomains and standalone domains. Once you’ve decided where to host your microsite, the next question you face is how to...